Customer Relationship Management or CRM remains a critical business strategy designed to move customers through an interactive support system spanning sales, marketing and service/support–based functions. Running on the data that brands collect on their customers, critical info gets filtered through a CRM system that makes it easy to target specific demographics, purchase histories and more. The idea, of course, is to keep customers coming back again and again. But one of the drawbacks of old-school CRM is that it can be one-sided, lacking a personal connection and thus creating a shortfall in the expectations of savvy customers.
The good news? It’s easy to give traditional CRM a boost with social media.
Social CRM is all about building highly personal relationships with customers by connecting with and following their postings on services like Facebook, Instagram, LinkedIn, Pinterest, Tumblr, Twitter and more. The customer information found on social media is an unprecedented treasure-trove of data—powerful, revealing, invaluable to your business. But keeping tabs on your customers’ profiles is only part of what Social CRM is all about.
Listen, don’t talk. Respond, don’t pitch.
Social CRM is about listening as well: listening to what your customers are saying on social media, then analyzing that data as it relates to your business. Be prepared to engage with customers in a way that resonates—while ultimately tying into your marketing and sales goals. Anything from a helpful and timely tweet back to taking a Facebook interaction off-line and personal with a one-on-one email, it’s all part of establishing a trusted and worthwhile social brand for your company.
Enlist customers in your marketing, R&D and quality control teams.
Of course Social CRM can create both negative and positive perceptions in an instant. This is where a social CRM plan comes in—one that brings customers into the fold like never before. Through social media customers can become critical partners in your business. Instead of pushing a scripted message at your valuable customers, use social media to converse with and collaborate with customers to solve business problems and recommend improvements. Invite their feedback, thoughts and ideas. By empowering customers with a voice to shape their brand experiences you are allowing them to become lasting and vocal customer advocates. Word spreads as other social media users sit up and take notice.
Now that the Social CRM genie is out of the bottle, there’s no putting it back. Social CRM is granting wishes today while building upon CRM’s success tomorrow. If you want to be on the cutting edge of CRM, Social CRM is the way to go.
Let Radius Global Solutions give your CRM a social edge that connects with customers and makes them a part of your team. Contact us for more information.